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Attempts to increase the appeal of spirits among younger consumer age groups through dessert and candy flavor blends feature in this month's summary of novel drinks launches. Meanwhile, an innovative whisky introduction shows that coconut remains a flavor to watch in the spirits market, while cola is uncovering its functional side with an unusual fat-burning launch.

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The race to develop ever more nutritionally beneficial foods has gathered pace, as revealed in this month's summary of the latest food industry launches, with the launch of a new broccoli enhanced with cancer-fighting agents. Meanwhile, the egg category could be, quite literally, set for a shakeup, with the launch of an innovative aerosol format.

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A new "water enhancer" that can be used to turn any conventional beverage into an energy drink is the innovation that headlines this month's rundown of novel launches from the drinks industry. Other developments to feature include a selection of innovative flavors for the dairy drink market, and a surprising melding of alcoholic drinks and cupcakes.

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The brewer has released a new - and seemingly more modern - Budweiser can design in an attempt to attract younger consumers and in doing so counter declining brand sales. However, against a backdrop of acute consumer price consciousness and shifting category taste preferences, it is doubtful that the redesign will have any significant, long-term impact on overall brand sales.

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My Beauty Advisor, Procter & Gamble's new mobile app, will provide personal care consumers with a more personalized and interactive way of shopping for its beauty and grooming products. While the app will undoubtedly help to foster loyalty among the firm's existing customer base, persuading non-core brand users to download the app will prove to be a key barrier to more widespread usage.

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Comax Flavors hopes to expand in the flavor ingredients market with the launch of Comax's Sodium-Masking Flavors. A key selling point of the new ingredient is that it helps to mask the unintended salty taste in sports beverages. In products such as these where sodium is a winning addition but an overly salty taste is undesirable, masking ingredients are a welcome innovation.

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By 2015 US food giant General Mills plans to reduce its environmental footprint by ensuring that 40% of its global output is sold in more sustainable and efficient packaging. Although the drive towards sustainability addresses consumer concerns over the environment, recent health scares regarding recycled paperboard present a timely reminder that such issues are never clear cut.

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Coca-Cola has launched a new campaign supported by a movie-style TV advertisement for Coke Zero. By communicating its claim to deliver a great taste with no sugar, the beverage giant is seeking to enlarge its target audience and strengthen its competitive position relative to its rival Pepsi. Marketing is only one side of the coin, however, as consumers remain focused on sensory benefits.

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Breakfast giant Kellogg's has announced a net income fall of 6% in Q3, citing declining cereal sales and a product recall as key factors. While a recall is unusual and unforeseen, the result highlights the challenges posed in such a mature category. Kellogg's faces the problem not only of battling multiple competitors, but also the attitudes of consumers towards breakfast consumption in general.